ABOUT

Only one Peruvian generates 66.2 lb (30kg) of first use plastic each year, plastic that sadly ends up in the sea. If we multiply these pounds by the Peruvian population, we make 708 million tons per year. Our sea doesn’t have a cup of water plastic free.

With a Use of Plastic Law on the sight, waiting for approval, we needed to put the topic on everyone’s mouth, aware people of it, and teach everybody how to eradicate plastic from the sea.

First use plastic is not mother nature’s son, it’s ours, humans created it and it is not just some garbage in our oceans; it has become a new specie that is killing with any living form in our Peruvian sea. It’s a new predator.

We decided to present this new specie through an exclusive documental made just for Peru, by National Geographic channel. We made an integrated campaign, raising the expectations before the avant premiere. Only that we released the documental with an unexpected content, introducing first use plastic and its characteristics as the real predator.

This way, war began, our campaign to eradicate these predators from each home. We activated different touchpoints and called everyone’s attention by inviting them to sign and assume the commitment to take this specie to extinction.